Vitamin salt

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Vitamalz logo
Vitamalz bottle

Vitamalz is a registered German trademark for a malt drink and the company Vitamalz GmbH ( Krombacher ) based in Offenbach am Main .

history

In 1920 Ferdinand Glaab invented a new brewing process for malt beer. The corresponding manufacturing process was then patented by the VITA LUX company (named after Fritz Lux ). However, Vitamalz did not come onto the market until 1931: The Glaabsbräu brewery from Seligenstadt acquired the patent and produced malt beer under the brand name VITAMALZ. Until the 1960s, Vitamalz was produced exclusively by the Glaabsbräu brewery.

In 1970, however, the latter founded the Vitamalz association together with other beverage manufacturers, the members of which undertake to produce Vitamalz according to a uniform recipe. Nevertheless, there were slight differences in taste between the products of the individual manufacturers, which could be traced back to the brewing water used and the quality differences in the raw materials. Members of the Vitamalz association were: Barre , Haake-Beck , the Gilde Brewery , Glaabsbräu , Holsten , Karlsberg , Krombacher , Rolinck , Tucher and the Dortmunder Actien-Brauerei . The former members include the Freiburg brewery Ganter , which left the association at its own request.

After the Krombacher brewery had been the sole licensee for Vitamalz since July 2016, the brand was completely taken over in September 2016.

Beer or lemonade?

In the 1950s there was a dispute because it is forbidden in Bavaria to make malt beer with added sugar. After various legal disputes and decisions by the lower courts, the Federal Court of Justice ruled in 1958: A fermented drink, for the preparation of which sugar, a colorant or sweetener made from sugar was used, may not be marketed in Bavaria under the name of beer. Since then, the name malt drink has been used instead of malt beer in trade . With an alcohol content of less than 0.1  % vol. , Which is below that of apple juice , it is also more of a soft drink than a beer . Nevertheless, the term malt beer is still in common colloquial use for other malt beverages or dark beer .

ingredients

Mentioned ingredients are water, barley malt , glucose-fructose syrup , carbonic acid, hop extract and dye E 150c ( caramel ). 100 ml contain 10.2 g of carbohydrates; the calorific value is 179 kJ (42 kcal).

marketing

Contrary to the traditional image as a “non-alcoholic dark beer”, “children's beer” or “pregnant woman's shower”, Vitamalz is presented in commercials as a sporty soft drink and is aimed primarily at young people. From 2003 to 2005 Vitamalz organized the “King Of The Monster Dunk” tour for young basketball players and cheerleaders across Germany . For the 75th anniversary in 2006, Vitamalz presented itself with a retro-look advertising campaign, a new website, promotions and competitions.

The biggest competitor is Karamalz .

Individual evidence

  1. ↑ Trademark register
  2. ↑ Krombacher Brewery integrates Vitamalz into its own brand portfolio. Retrieved July 11, 2016 .
  3. ↑ Krombacher takes over Vitamalz. Retrieved September 27, 2016 .
  4. ^ BGH, judgment of February 15, 1958, Az. 2 StR 80/57, BGHSt 11, 365.
  5. ↑ List of ingredients on vitamalz.de ( Memento from April 28, 2015 in the Internet Archive ) Note: In February 2019, there was no reference to the addition of caramel on the manufacturer's website.
  6. ↑ Nutritional information on vitamalz.de

Web links